A Gartner survey has shown that the term “digital marketing” is on the wane. The report showed that many CMO’s are “done” with the term with 98% of marketers no longer making a clear distinction between marketing online and offline.

This is a welcome development, seeing full integration of digital marketing into the mainstream and end an era where digital was often an afterthought or totally ignored.

The integration of digital marketing into the mainstream demands that many marketers upskill. For many marketers who studied marketing before Facebook were a glint in Mark Zuckerberg’s eye, this is a real challenge.

In some sectors there is a digital skill shortage in the marketing profession. Over the years I have met many marketers who struggle with the basics let alone what I call the ‘social media denialists’, those who continue to dismiss the value of social media as a marketing discipline.

As with any trade it is essential that marketers keep up-to-date with the latest developments in their chosen field. In marketing, arguably keeping up is not enough and you need to be ahead to have an edge on the competition and to maximise the potential of new developments.

The Gartner survey shows the industry pointing in the right direction, it’s a warning to those marketers who have had their heads in the sand and can no longer ignore digital’s permanent place as a core marketing discipline.

I remember being on holiday, sitting in the sun with a lovely chilled glass of wine, when I saw a friends update with a picture of him having fun at a party. For a moment I felt gutted, wished I was home in rainy Britain and able to be at the party too. When I returned from holiday I asked how the it was, and contray to the image painted by the photo was told the party was rubbish and really boring.

Now whenever I look at Facebook updates I remind myself of this. More important than ever to do this as people are getting even better at creating this illusion of a world where every moment is fun filled and and amazing. Moments of time are carefully crafted and staged to give the best image.

With studies linking use of social media sites with depression we all need to put other peoples digital updates into context, realise these are effectively personal press releases designed to show us as they want to be seen.

In one survey they found 20% confessed to not being trueful about their holiday activities or jobs. 25% of Facebook users said they had falsfied some of the account information.

I don’t think social media is making us more dishonest, it is just recording and sharing these lies to a much wider audience.

This comic succinctly captures what is so wrong with so many organisations social media activity.

You need to spend less time talking about yourself on social networks and work harder for the attention you desire by providing real value to the communities you wish to connect with.

Competitions and ‘viral videos’ will drive short term relationships where providing regular useful content can help build a valuable relationship. When you do talk about your products or services you need to start with how this will benefit your followers not how brilliant you are for bringing it to them.

Slip back into old ways and no matter how much trust you have built up – you could quickly find yourself dumped as your followers will quickly go elsewhere.

The helpful guys at Twitter have issued some guidelines and stats to help you get the most out of your tweets. Whilst the focus is on promoting mobile apps these lessons will apply whatever you are tweeting.

Since updating to Windows 10 I have been getting birthday updates popping up on my desktop which are pulled in from Facebook. With over a 1000 Facebook contacts you can imagine how irritating this can become.

If the same is happening to you and you would like to switch them off here is how.

First enter into the Windows 10 search box (bottom left next to the Windows key ‘Calendar’

This brings up the Windows Calendar app.

Unclick the ‘Birthday calendar’ which is on the left hand side of the screen.

Imagery is so important in social media. I have done a number of tests of posting the same content in similar situations with and without images. Everytime those posts with images far exceed those without in all levels of engagement. This infographic goes further in attempting to explain why your followers relate more to posts with images.

Social media is now part of the mainstream. Rather than seeing it as a threat you need to see it as an opportunity. If you have not already realised it, it is time to do things differently.

In your business you may see your people using social sites such as Facebook, Twitter, Instagram and LinkedIn and think they are wasting their time.

STOP. RETHINK.

Rather than a waste of time social media can be a huge opprotunity to turn all your people into evangalists for your organisation. You need to stop focussing on the possible negatives and look for how your people could use their social connections to promote what you do.

People trust people on social media. Yes, you have your corporate account, but the relationshiop with individuals is very different and can help build a digital relationship thatmore easily converts beyond the virtual world.

To help your organisation make the most of your people on social media you need to:

Encourage your people to connect via social channels with current and potential customers

Give them guidance on how to make the most of social media

Create a do list not a don’t list

Encourage them by highlighting the best of what they do

Elevate your social media champions – sharing their good work to encourage others

Make social media presence a requirement

Targets for followers and engagement

Social media score card to follow their growth

If you are still in denial about the benefits of social media. Want more evidence, pick through every follower, question every social media post… you are wasting not only your time but that of your people.

By the time you catch up your competion will be way ahead and in a social media world that evolves at an amazing pace you will be left years behind.

Rather than worrying if social media is the right thing to do – you should worry about your ability to catch up. It’s time to do things differently and be ahead of the game rather than years behind.